Rutronik Elektronische is to distribute the entire product portfolio of Microchip Technology throughout the whole of Europe. The companies have extended their 15-year partnership to Portugal and the Baltic.

With the expansion of the franchise, Rutronik can now supply all Microchip microcontrollers, eeproms and analogue and mixed signal products throughout the whole of Europe.

Besides the target markets of automotive, industrial and consumer, this moves renewable energies, lighting and battery applications increasingly into focus.

"Above all, it's the wide portfolio of really innovative microcontrollers with attractive add-on features that makes Microchip one of our top suppliers," said Gerd Fischer, European line manager at Rutronik. "Cost-effective development tools and short delivery times also give our customers the opportunity to get their products to market even quicker. That's why we're glad that Microchip supports the logical pan-European alignment of Rutronik, enabling us to respond to the demands of our customers on a transnational basis without overlaps."

In addition, both companies want to intensify activities such as joint design-in as well as customer seminars and webinars and organise them more effectively on a pan-European basis.

"For many years now Rutronik has been a successful partner, impressing us time and time again with its focussed product and application know-how," said Roswitha Kumpfmüller, senior regional channel manager at Microchip. "Especially when it comes to tackling innovative markets, Rutronik often proves to be at the cutting edge. That's why we're glad that we'll be approaching new target markets jointly on a Europe-wide basis."